winning · account based engagement transaction consumption top down top down + bottom up...

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Winning“In the World of the Subscription Business Model”

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Winning in Baseball

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Winning in Sales

“Up to 17 people influence the typical enterprise purchase —up from 10 in 2011”

-IDC Enterprise Role & Influence of the Technology Decision-Maker Survey

“If you’re not shifting to the subscription business model now, chances are that, in a few years, you might not have any business left to shift.”

- Tien Tzuo, Founder, Zuora

“The sales guys don’t follow up on my leads” – CMO

“The leads we get aren’t good” – CRO

“Proper expectations and handoff wasn’t provided after we closed.” –Head of Customer Success

-Overheard at the Watercooler….© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved

Buying is Changing Faster than Selling

Buyer World Supplier World

Next Generation Customer Engagement

Traditional Engagement

Account Based Engagement

Transaction Consumption

Top Down Top Down + Bottom Up

Horizontal Solutions Use Cases by Industry

Enterprise Wide Deployments Proof of Concept = Land + Expand

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General Messaging Specific Messaging

Seller Centric View of Modern Customer Engagement

LandFind beach head for

services deployment

AdoptEnsure adoption of

services within initial beach head

RenewEnsure renewal of services through

recognition of value delivered

ExpandExpand through

new areas of deployment or

incremental services

© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved

Renew Land

AdoptExpand

SellerCentered

Value

Customer Centric View of The Modern Engagement

© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved

Identify

04 01

0203

CustomerDefinedValue

RealizeValue of Solution

Deployment and Identify New Ways to Create Value

DeployThe Solution(s)

Selected

Potential Solutions

SelectOne or Multiple

Solutions

Old World

Marketing Sales Service

New World

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Changing Customer Engagement Roles

Client Defined Value

Changing the Message to Drive Unicorn Valuation

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From To

2 Companies 1 Company

Workflow Focused Value Message Business Outcome Value Message

Pockets of Success Repeatable Results

$1b Valuation

Value Focused Engagement Drives 2nd Biggest Security Deal 2019

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From To

Product Focused Value/Outcome Focused

Inconsistent Upsell Process Predictable, Repeatable Upsell Process

Focus on ‘Customer Success’ Focus on Customer Value

$780mm Acquisition

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Operational Keys to Aligning with Modern Buyer Expectations

Align Roles, Responsibilities and Handoffs

Clearly Define Role Based Capability Requirements

Connect Skills and Tools to Client Focused Engagement Process

Enable for New Skills Required

Compensation, Leadership Alignment & Coaching

5 Keys

Key Takeaways

• Focus on Customer Defined Value (Outcomes)• Eliminate the Silos Between Marketing, Sales & Service• Drive Account Based Engagement Across the Customer Lifecycle• Measure and Capture Value Created

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Call To Action

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Understand Your Organizational Readiness:

SOAR Change Velocity Readiness Assessment:a) http://www.soarperformancegroup.com/change-velocity/b) Receive a Free Digital Copy of “Change Velocity: The Secret to Leading a Successful Sales

Transformation”

Contact Me If I Can Help You on Your Winning Journey:

CharlieThackston@SoarPerformanceGroup.com

https://www.linkedin.com/in/Charlie-Thackston-65308b1/

@SOARwithCharlie